Exploring Marketing Research

William G. Zikmund

Chapter 3: The Marketing Research Process

Information
Reduces Uncertainty Helps focus decision making

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Types of Research
Exploratory Descriptive Causal

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Uncertainty Influences the Type of Research

CAUSAL OR DESCRIPTIVE

COMPLETELY CERTAIN

ABSOLUTE AMBIGUITY

EXPLORATORY

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Degree of Problem Definition

Exploratory Research (Unaware of Problem) Our sales are declining and we dont know why. Would people be interested in our new product idea?

Descriptive Research (Aware of Problem)

Causal Research (Problem Clearly Defined)

What kind of people are buying Will buyers purchase more of our product? Who buys our our products in a new package? competitors product? Which of two advertising What features do buyers prefer campaigns is more effective? in our product?

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Exploratory Research
Secondary Data Experience Survey Pilot Studies

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Exploratory Research
Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected

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Descriptive Research
Describes characteristics of a population or phenomenon Some understanding of the nature of the problem

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I keep six honest serving men, (they taught me all I knew), their names are what, and why, and when, and how, and where and who. --Rudyard Kipling

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Descriptive Research Example

Weight Watchers average customer: Woman about 40 years old Household income of about $50,000 At least some college education Trying to juggle children and a job

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Descriptive Research Example

Mens fragrance market: 1/3 size of womens fragrance market But growing at a faster pace Women buy 80 % of mens fragrances

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Causal Research
Conducted to identify cause-and-effect relationships

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IDENTIFYING CAUSALITY
A causal relationship is impossible to prove.

Evidence of causality: 1. The appropriate causal order of events 2. Concomitant variation--two phenomena vary together 3. An absence of alternative plausible explanations

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Stages of the Research Process

Problem Discovery and Definition Discovery and Definition

Research Design

and so on Conclusions and Report

Sampling Data Processing and Analysis Data Gathering

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Research Stages
Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated
Forward linkages Backward linkages

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Problem Discovery and Definition

Problem discovery
Sampling

Selection of exploratory research technique

Selection of exploratory research technique

Probability

Nonprobability

Secondary (historical) data

Experience survey

Pilot study

Case study

Data Gathering Data Processing and Analysis

Collection of data (fieldwork) Editing and coding data Data processing

Problem definition (statement of research objectives)

Research Design

Selection of basic research method

Conclusions and Report

Interpretation of findings

Experiment
Laboratory Field Interview

Survey
Questionnaire

Observation

Secondary Data Study

Report

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The Marketing Research Process

Problem Discovery Selection of Sample Design

Exploratory Research

Collection of the Data

Selection of the Basic Research Method

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The Research Process (cont.)

Editing and Coding Report

Data Processing

Interpretation of the Findings

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Stages in the Research Process

Problem discovery and problem definition Research design Sampling Data gathering Data processing and analysis Conclusions and report

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Problem Discovery and Definition

First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem

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The formulation of the problem is often more essential than its solution

Albert Einstein

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State the research questions and research objectives

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Hypothesis
A statement that can be refuted by empirical data

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If you do not know where you are going, any road will take you there.

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Secondary (historical) Data

Pilot Study

Experience Survey

Case Study

Exploratory Research

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Exploratory Research Techniques - Two Examples

Secondary Data (Historical Data)
Previously Collected Census of Population Literature Survey

Pilot Study
A number of Diverse Techniques

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Focus Group Interview

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Research Design
Master plan Framework for action Specifies methods and procedures

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Basic Research Methods

Surveys Experiments Secondary data Observation

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Selecting a Sample

Sample: subset of a larger population.

SAMPLE

POPULATION

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Sampling
Who is to be sampled? How large a sample? How will sample units be selected?

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Data Gathering Stage

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Data Processing and Analysis

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Conclusions and Report Writing

Effective communication of the research findings

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Research Proposal
A written statement of the research design that includes a statement explaining the purpose of the study Detailed outline of procedures associated with a particular methodology

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Research Program Strategy

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Defining Problem Results in Clear Cut Research Objectives

Symptom Detection

Analysis of the Situation

Problem Definition Statement of Research Objectives

Exploratory Research (Optional)

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